What is BOFU?

BOFU stands for Bottom of the Funnel. It refers to the stage in the buyer’s journey where potential customers are at the final phase, near the point of purchasing. At this stage, individuals are typically more informed about the product or service, have evaluated different options, and are closer to buying.

What is a sales funnel?

A sales funnel is a visual representation of the journey that a potential customer takes from being aware of a product or service to eventually making a purchase.

It’s called a “funnel” because, as the shape suggests, it starts broad at the top and narrows down as people progress through different stages, with some dropping out at each stage.

Here’s a breakdown of the typical stages within a sales funnel:

1. TOFU – Top Of Funnel

The awareness stage.

At the top of the funnel, individuals become aware of a product or service. This could happen through various channels such as social media, advertising, content marketing, or word-of-mouth.

2. MOFU – Middle Of Funnel

The consideration stage.

After becoming aware, some of these individuals might express interest in the product or service. They seek more information, visit the website, or engage with content to learn more.

Prospects are actively considering the product or service. They might compare it with alternatives, read reviews, or seek specific details to evaluate its suitability.

3. BOFU – Bottom Of Funnel

The conversion stage.

At this stage, the potential customer has decided to make a purchase.

They might just need a final push, such as a discount, a strong value proposition, or personalized assistance, before completing the purchase.


The idea behind the sales funnel is to understand the customer journey and tailor marketing efforts accordingly at each stage to guide them smoothly toward making a purchase.

Businesses use various marketing strategies and tactics at each stage of the funnel to move prospects from one stage to the next, aiming to convert them into paying customers and ultimately retain their loyalty.

Why is the BOFU particularly important?

The Bottom of the Funnel (BOFU) is key in eCommerce marketing for several reasons:

  1. Conversion Focus: BOFU is where potential customers are closest to making a purchase decision. Focusing on BOFU allows you to concentrate efforts on converting leads into actual customers.
  2. Higher Probability of Purchase: Customers in the BOFU stage have already moved through the awareness and consideration stages. They are more informed and have a higher intent to purchase, making them a prime target for conversion.
  3. Maximizing ROI: Marketing efforts at the BOFU stage are more likely to yield direct returns on investment. By engaging with leads who are ready to convert, you can optimize your resources for higher conversion rates and, consequently, better ROI.
  4. Shortening the Sales Cycle: Targeting BOFU customers can help expedite the sales cycle. Since these customers are already considering a purchase, strategic interventions at this stage can prompt quicker decisions.
  5. Loyalty and Retention: Post-purchase, nurturing relationships with customers acquired at the BOFU stage is crucial. Satisfied customers are more likely to become repeat buyers and advocates for the brand, contributing to long-term success.
  6. Data Insights: Analyzing BOFU interactions provides valuable data. Understanding what works best in converting leads into customers offers insights into customer behavior, preferences, and pain points, aiding in refining marketing strategies.
  7. Competitive Advantage: Effectively engaging BOFU customers can provide a competitive edge. By offering compelling incentives, excellent customer service, or personalized experiences, you can stand out among competitors.

In summary, BOFU is pivotal because it represents the culmination of the customer journey, where targeted efforts can directly impact conversion rates, revenue generation, and long-term customer relationships in eCommerce marketing.

Moving more customers to the BOFU

To move more potential customers to the Bottom of the Funnel (BOFU) in your eCommerce business, you’ll want to employ strategies that guide and encourage leads through the earlier stages of the sales funnel.

Here are several approaches to achieve this:

1. Create a focused content strategy

Develop content tailored to different stages of the funnel.

By creating educational content that addresses specific pain points, offers solutions, and showcases product benefits you can move potential customers from awareness (TOFU) to consideration (MOFU) and conversion (BOFU).

You know your MOFU and BOFU audiences are both problem-aware and solution-aware, so creating this kind of content for your products can help to continue to nurture leads and move buyers towards a purchase.

2. Create personalized marketing campaigns

There is some debate over how many touchpoints the average consumer needs before making a purchase decision.

What is clear though is that it is more than one.

So, to maximize the number of customers moving into the BOFU stage of your marketing funnel, run marketing campaigns across multiple platforms like social media and email.

Social media posts can be great for education and lead generation while email marketing is perfect for nurturing potential customers.

You can use data to offer personalized product recommendations based on customers’ browsing or purchase history.

And you can provide exclusive discounts, limited-time offers, or incentives to convert customers in your funnel into sales.

Ecommerce expert Ezra Firestone is well-known for running an email sale every 6-8 weeks with his brands.

While you might find that too frequent, you should definitely test trying at least some regular promotional campaigns.

3. Use retargeting ads

Use retargeting ads on platforms like Meta and Google to reach prospects who have interacted with your site or products before.

Remind them about their interest and offer incentives or special deals to entice them back.

4. Leverage social proof

Showcase positive reviews and testimonials prominently.

Social proof can significantly influence potential customers and reassure them about the quality and reliability of your product or service.

By implementing a mix of these strategies and continuously analyzing their performance, you can effectively move more potential customers towards the BOFU stage, increasing your chances of converting them into paying customers.


The TOFU, MOFU, and BOFU funnel marketing stages are all important. You always need to be filling the TOFU with new customers, then nurturing them with MOFU content, and finally converting them into a buyer in the BOFU stage. Of course, the BOFU is crucial as it is when most customers will convert, but if you ignore the other stages in the buying process then your marketing funnel can quickly become empty.

Targeting your Bottom of the Funnel (BOFU) audience requires a focused approach aimed at engaging those who are close to making a purchase. Here’s a step-by-step guide:

  • Identify BOFU Indicators: Look at your existing data and analytics to pinpoint behaviors that indicate BOFU readiness. These might include repeated visits, specific product pages viewed, items added to cart, or previous purchases.
  • Segmentation: Segment your audience based on BOFU indicators. Use your CRM or marketing tools to create specific lists or segments of users exhibiting these behaviors.
  • Personalized Email Campaigns: Craft targeted email campaigns tailored to BOFU leads. Highlight product benefits, offer incentives, and provide clear calls-to-action to encourage conversions.
  • Retargeting Ads: Use retargeting ads on platforms like Google Ads or social media to reach users who have shown BOFU indicators on your site. Display tailored ads showcasing the products they’ve shown interest in.
  • Live Chats or Customer Support: Implement live chat or ensure excellent customer support to assist customers with any checkout issues or pre-purchase questions. Prompt responses to queries can remove barriers to purchase.
  • Utilize Lookalike Audiences: Create lookalike audiences based on your existing BOFU customers. Platforms like Facebook allow you to target audiences similar to your current converters.

Remember, the key to effective targeting at the BOFU stage of your sales funnel lies in understanding your audience’s intent and providing them with the right information and incentives to help them finalize their purchase decision. Regularly refine and optimize your marketing strategy based on data and feedback to enhance your BOFU targeting efforts.

Identifying individuals in the Bottom of the Funnel (BOFU) involves recognizing specific behaviors or actions that indicate they are close to making a purchase.

These can include:

  • Repeated Website Visits: Visitors who frequently return to your website, especially to specific product pages or the checkout page, are likely considering a purchase.
  • Cart Activity: Users who have added items to their shopping cart but haven’t completed the purchase may be in the final stages of decision-making.
  • Specific Product Searches: Users conducting detailed product searches, including model numbers, features, or comparison terms, are often researching with the intention to buy.
  • Engagement with Product Details: Users spending significant time on product descriptions, specifications, reviews, or pricing pages are showing deeper interest.
  • Interaction with Pricing or Discount Information: Users exploring pricing options, seeking discount codes, or comparing prices across platforms may be close to making a decision.
  • Abandoned Cart: Those who have added items to the cart but abandoned it before completing the purchase signal a strong intent and are classic BOFU indicators.
  • Previous Purchase History: Returning customers or users who have made previous purchases might be in the BOFU stage if they’re browsing similar products or complementary items.
  • Signs of Comparison: Users comparing different products or services, looking at reviews, or directly comparing features are likely in the evaluation stage.
  • Contacting Support for Specific Queries: Users reaching out to customer support with detailed queries about products or services often indicate a high level of interest.
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